TABOO unveiled as lead creative agency of Victoria’s Department of Transport and Planning
Independent agency TABOO has secured a double duty work partnership with the Department of Transport and Planning (DTP) in Victoria, being announced as the transport body’s activation agency and lead creative agency.
The appointment, which officially began in October and will cover two years, came after a competitive pitch that took place in September.
It saw DTP step away from its previous creative partner, Clemenger BBDO Melbourne, who took on the account in 2022.
Moving forward, TABOO has been tasked with overseeing experiential and creative responsibilities for DTP – looking after all public transport modalities, planning and land use functions within Victoria. The work is expected to deliver on DTP’s six strategic priorities, which include sustainable urban planning, integrated transport networks, and dynamic local precincts, among others.
The Melbourne-based agency will work alongside fellow creative agency, Snack Drawer, who is spearheading the body’s social media and digital operations, and multicultural comms agency, Ethnolink, who is providing services for culturally and linguistically diverse (CALD) community engagement.
With TABOO’s behavioural impact, cultural insight and creative expertise, and together with Ethnolink and Snack Drawer, the triad’s goal is to strengthen DTP’s public engagement efforts and further develop the Victorian government organisation’s overall communications strategy.
“From the moment we met Carla and her team, we felt a synergy that truly inspired us,” said James Mackinnon, managing director at TABOO.
“Having worked with TAC for nearly a decade, our team has a passion for road safety and for using creativity to help Victorians travel – and connect with one another – better.
“We are honored and excited to be entrusted with this responsibility to help DTP create a thriving, connected Victoria.”
November has been a busy month for TABOO. Not only did it partner with confectionary brand, FUNDAY Natural Sweets, to deliver a heartwarming activation at Melbourne Central, but it also made two important creative appointments for its team.
The agency also celebrated its 24th birthday in August by announcing an official rebrand.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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Victoria is in so much financial strife, advertising should be the last thing they are doing.
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